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Product Design in the B2B space


B2B simply means that one company provides products or services aimed at the business activities of other companies. Most importantly, the target audience is not individual customers but businesses.

In the B2B space, UX design plays a crucial role in ensuring that products and services are not only effective but also user-friendly and easy to understand. By taking into account the unique needs and challenges of customers, we can create solutions that streamline complex workflows and processes, while providing tools and resources that support collaboration and communication.

Understanding our users

But first, we need to understand the target audience, and for that, it’s essential to conduct extensive research and gather feedback from potential customers—in our case, fashion brands and manufacturers.

To understand their needs, pain points, and goals, we make sure to visit them in factories or offices, have conversations, observe their working patterns, and get their feedback on new as well as existing features on the platform.

This ensures the product makes life easier for our customers and also encourages them to use the product more often.

Creating a Functional Design for Fashinza’s Customers

B2B products are typically more complex than B2C products, so we need to be careful and ensure that the product is easy to use and understand. A functional design includes features and functionalities that meet the needs of the customer.

At Fashinza, we consider the following key points when creating a functional design for our customers:

User-friendly interface: Our product should be easy to navigate, with clear and intuitive user interfaces.
Customization: B2B products often require customization to meet the specific needs of businesses. We also consider this when creating the product design. A small example of this is the new RFQ flow that was recently launched, where users have full flexibility of what they want to see and act upon.
Integration: B2B products need to integrate seamlessly with existing systems and processes. We try to ensure that the product can integrate easily with the existing workflow of our customers.

Usability and accessibility are also crucial considerations in a B2B product’s design. With complex workflows and large amounts of data, it’s important to ensure that products and services are easy to use and understand.

To ensure a seamless user experience for users of Fashinza, we consider the following:
• Consistency: Consistency is key when designing a B2B product. The user interface, features, and functionalities should be consistent throughout the product. We’re doing this by using our ever-evolving design system which has matured over the last couple of years.
• Support and training: B2B products often require training and support to ensure that users can make the most of the product. We consider this when designing the product and provide resources such as walkthrough guides, feature emails, a help section on the platform, and video tutorials wherever required.
Scalability: The product should be scalable to meet the changing needs of businesses. We consider scalability when creating the product design.
Analytics: B2B products often need to provide analytics to businesses. We are considering this when creating the product design and ensuring that the product can provide the necessary data to customers as well as our internal teams.

For the Future

Businesses change and evolve, and the product needs to be able to meet those changes. Hence, we consider the following when designing for the future needs of our customers:

Scalability: The product should be scalable to meet the changing needs of our customers.
Flexibility: The product should be flexible enough to adapt to new technologies and changes in the market.
Upgrades: The product should be designed to allow for upgrades and new features to be added over time.

Overall, by prioritizing customer needs, customization, usability, and accessibility, we can create solutions that not only meet the needs of the customer but also drive business success.

As technology continues to evolve and businesses face new challenges, the design will play an increasingly important role in shaping the future of our products and services. So, get ready for exciting times ahead!



Pulkit Sinha

I’m a passionate Product Designer, keen to uncover user behavior and build experiences for them. In the last few years, I have worked in different domains including Travel and Hospitality, Interior Design and Real Estate, and currently Fashion Supply Chain.


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